How Retargeting Helps Increase Deposits in the African iGaming Market

Africa is turning into one of the most dynamic regions for iGaming. The market is growing, the audience is becoming increasingly digital, and the share of mobile traffic is reaching record levels. But along with this growth, costs are also rising: acquiring new players is becoming more expensive, while traditional advertising channels are losing effectiveness.

To stay competitive, operators need to focus not only on new traffic but also on bringing back users already familiar with the product. This is where retargeting comes to the forefront — a tool that turns interest into real deposits.

Audience Loss: Where the Traffic Goes

Every website visit is a chance to convert a visitor into a customer. However, in iGaming most users never reach registration or deposit. Attempts to bring them back through “cold” channels are costly, while ad blindness and platform restrictions make traditional formats less effective.

Ignoring retargeting means losing money: potential players simply go to competitors or forget about your brand.

Retargeting in Africa: Why It’s Especially Effective

Bringing back users who have already shown interest is a real opportunity to increase revenue. Retargeting helps turn casual curiosity into action: registration, first deposit, or repeat deposit.

Key benefits for African GEOs:

Conversion among a “warm” audience is several times higher than with cold traffic.
Players return specifically to your product, not to a competitor.
The method works consistently across different countries in the region and on all devices.

Kadam’s Solutions: Two Retargeting Formats

Cookie-based model
When a user visits the site, the system records their actions using cookies. This allows advertisers to show highly accurate ads and work with narrow audience segments.

Fingerprint-based approach
Here, cookies are not required: the technology analyzes IP, device, browser, and behavior. This expands reach by tens of times. It is especially valuable in Africa, where cookies are often blocked or quickly deleted.

How to Set Up Retargeting with Kadam: Step-by-Step

Segment your audience: unregistered visitors, registered without deposit, active, and “dormant” players.
Install the pixel or configure events via Tag Manager.
Launch a campaign using formats such as POP, Push, In-Page, Native, or Banner.
Continuously optimize: update creatives, adjust frequency, and monitor metrics.

Mistakes and Best Practices

Common mistakes:

Excessive ad frequency without capping;
Ignoring mobile traffic (which is critical here);
Generic creatives without personalization;
Relying on only one ad format;
No A/B testing.

What works better:

Pages optimized for weak mobile internet;
Localized creatives (currency, language, cultural context);
Combining formats to expand reach and test different segments.

How to Measure Results

Track:

CR, CPA, CPL;
cost of returning a player;
time from contact to conversion;
Retention Duration;
contribution of retargeting to the overall funnel.

Kadam Data: Real Figures from Africa

Reactivation of Inactive Players (Nonactive → Deposit)

The cost of returning a user who had already deposited but became inactive:

Geo	Segment	Post View Min ($)	Post View Avg ($)	Post View Max ($)	Post Click Min ($)	Post Click Avg ($)	Post Click Max ($)
EG	Nonactive (action: DEP)	0,08	0,33	0,87	1,43	2,27	4,11
ZA	Nonactive (action: DEP)	0,07	0,49	0,94	1,5	3,06	5,79
NG	Nonactive (action: DEP)	0,04	0,22	0,46	0,83	1,66	2,97
TZ	Nonactive (action: DEP)	0,03	0,13	0,28	0,71	1,31	2,03
CI	Nonactive (action: DEP)	0,05	0,29	0,51	0,89	1,97	3,21

Why this matters: reactivation is one of the cheapest ways to increase GGR. Instead of paying $10–20 for a new FTD, advertisers can bring back a known player for just a few cents.

Even in premium markets like South Africa, reactivation is much cheaper than acquiring a new player.

First Deposit Among Registered Users (NonFD → FTD)

The cost of a first deposit for users who registered but never deposited:

Geo	Segment	Post View Min ($)	Post View Avg ($)	Post View Max ($)	Post Click Min ($)	Post Click Avg ($)	Post Click Max ($)
EG	NonFD (action: FTD)	0,46	1,57	4,41	6,12	7,37	9,87
ZA	NonFD (action: FTD)	0,43	2,11	4,49	6,26	8,71	9,98
NG	NonFD (action: FTD)	0,39	0,89	3,21	5,83	6,27	8,41
TZ	NonFD (action: FTD)	0,34	0,61	2,63	5,46	5,92	7,87
CI	NonFD (action: FTD)	0,41	0,98	3,32	5,86	6,56	8,53

Main insight: the first deposit via post-view in Africa is 5–10 times cheaper than the standard cost of a new player from cold traffic.

Nigeria: unique case — FTD can cost less than $1, making the market highly attractive for scaling.
South Africa and Egypt: more mature GEOs with higher FTD costs but larger player LTV, which offsets expenses.

Repeat Deposits in the Active Base (Active Base → Deposit)

The cost of stimulating repeat deposits from players who are already active:

Geo	Segment	Post View Min ($)	Post View Avg ($)	Post View Max ($)	Post Click Min ($)	Post Click Avg ($)	Post Click Max ($)
EG	Active Base (action: DEP)	0,02	0,05	0,08	0,08	0,19	0,35
ZA	Active Base (action: DEP)	0,02	0,06	0,08	0,08	0,22	0,31
NG	Active Base (action: DEP)	0,02	0,04	0,07	0,07	0,17	0,28
TZ	Active Base (action: DEP)	0,01	0,03	0,06	0,06	0,15	0,25
CI	Active Base (action: DEP)	0,02	0,04	0,06	0,07	0,17	0,26

Key takeaway: working with active players is the most profitable. A repeat deposit costs on average $0.03–$0.20.

Practice: it’s cheaper to encourage a repeat deposit than to chase a new player.

Tanzania and Côte d’Ivoire: retention budgets are minimal, which allows covering large base segments without the risk of “overheating.”

Conclusion: Sustainable Growth with Kadam

Retargeting is one of the most reliable tools for iGaming in Africa. It helps reduce acquisition costs, increase ROI, and build long-term relationships with players.

Kadam combines two approaches: